The brand challenge / Kartikeya KOMPELLA / Kogan Page (2015)

Titre : The brand challenge : adapting branding to sectorial imperatives Type de document : Livre Auteurs : Kartikeya KOMPELLA, Éditeur scientifique Editeur : Kogan Page Année de publication : 2015 Importance : xxi, 338 p. ISBN/ISSN/EAN : 978-0-7494-7015-9 Prix : 60 EUR Note générale : Index. Langues : Anglais (eng) Mots-clés : Management MARQUE ; IMAGE DE MARQUE ; MARKETING DE LA DISTRIBUTION ; PUBLICITE ; PROMOTION DES VENTES Résumé : "Edited by leading brand analyst Kartik Kompella, The Brand Challenge provides a comprehensive and topical examination of the application of branding across key branding fields, including luxury goods, media and entertainment, pharmaceutical and digital. Each chapter covers a different industry, written by an expert from the field, to explain how to build a brand in a specific field and explore how the rules of branding change across industries. Original contributions from many of the world's leading brand experts address brand building in the conventional manner, while also looking at the branding innovators who pushed the boundaries in their field. With insights from experts such as Laura Ries on using a Visual Hammer and John Simmons on storytelling, this book shows how to transfer branding rules from one field to another and gain an understanding of commonalities involved with successfully building brands across industries and markets"-- "The Brand Challenge provides a comprehensive and topical examination of the application of branding across a variety of categories such as luxury goods, media, football clubs and cities; it proves essential reading for anyone involved in branding decisions or wanting to know more about the branding process. Edited by leading brand analyst Kartikeya Kompella, The Brand Challenge explains the nuances of building brands in different industries with a chapter devoted to each to give the reader the most up-to-date understanding of how to apply brand theory. It contains original contributions from many of the world's leading brand experts who lift the veil on brand building in their specific category. The book encourages readers to apply practices from one category to another to foster innovation in brands and successful brand building. Contributing Authors: Al Ries (focus), Tony Allen (identity), Peter Fisk (innovation), Allen Adamson (brand), Professor Jean-No Kapferer (luxury), Jesko Perrey (retail), Thomas Meyer (retail), Simon Glynn (B2B), Michael D'Esopo (B2B), Professor Walter McDowell (TV), Mike Symes (finance), Jocelyne Daw (non-profit), Professor Joseph Hancock (fashion), Professor John O'Neill (hospitality), Jeremy Hildreth (city), JT Singh (city), Howard Breindel (technology), Sue Bridgewater (football)"-- Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=156561

Exemplaires(2)

Code-barres	Cote	Support	Localisation	Section	Disponibilité
048172	658.827/KOM	Livre	Library Campus de Reims	Salle de lecture	Disponible
048171	658.827/KOM	Livre	Library Campus de Reims	Salle de lecture	Disponible

The definitive book of branding / Kartikeya KOMPELLA / Los Angeles, [Calif.] ; : SAGE (2014)

Titre : The definitive book of branding Type de document : Livre Auteurs : Kartikeya KOMPELLA, Éditeur scientifique Editeur : Los Angeles, [Calif.] ; : SAGE Année de publication : 2014 Importance : XX; 408 p. ISBN/ISSN/EAN : 978-81-321-1773-5 Prix : 72 EUR Note générale : Index. Langues : Anglais (eng) Mots-clés : Management MARQUE ; MARKETING STRATEGIQUE Résumé : With the growing body of knowledge on branding, there are now more facets of branding that brand custodians need to know than ever before. A unique compilation of branding experts, The Definitive Book of Branding addresses the needs of branding professionals across the world. The book walks the reader through the different ways in which brands drive the company’s strategy, bring meaning to employees, instil passion in consumers, and maintain their appeal over time and across countries. It does not look only at the marketing aspect of brands but also at the organizational aspects of branding, which provides a holistic approach to the subject. Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=156544

Exemplaires(2)

Code-barres	Cote	Support	Localisation	Section	Disponibilité
048159	658.82/KOM	Livre	Library Campus de Reims	Salle de lecture	Disponible
048160	658.82/KOM	Livre	Library Campus de Reims	Salle de lecture	Disponible